A successful brand shows responsibility
In a rapidly changing world, brands with a purpose will prosper.
Sustainability and problem-solving are key to the success of a company, says
Thomas Kolster, author of the book Goodvertising.
“All that we
have taken for granted is undergoing a change. The worst thing a company can do
to itself is become stuck in a rut and not accept that the world around us
changes, as do people’s behaviour and their consumption habits,” Thomas
father of the concept of sustainable advertising and corporate culture, called goodvertising,
believes that companies can be successful only if they genuinely strive for
good. Even excellent marketing cannot save the day if the brand is not adding
value to the lives of customers.
purpose of marketing was to make people want the things that the company sells.
This is going to change. In future, we must sell things that people need,”
cooperation with many different parties, and the role of marketing
professionals in particular will be emphasized. Advertisers have to step up
their responsiveness to customers’ needs and justify the necessary changes to
those responsible for strategic decisions.